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Everything in this shop has two prices: one for men, one for women

At Less Than 100, a Pennsylvania pop-up shop, fairness is at the core of every purchase: women pay only a portion of what men pay.

Its creator, and Pittsburgh-based graphic artist, Elana Schlenker, says she came up with the shop idea after reading about the gender-pay gap. After personal experiences she came up with the idea of a non-profit shop where women pay only 76 percent of the wholesale price. The percentage is based on Pennsylvania’s gender pay gap where women earn 76 cents per every dollar a man earns.

“There’s been plenty of people who have criticized what I’m doing as being sexist or discriminator,” explains Schlenker. “This isn’t about punishing men, it’s about celebrating women.”

All of the items featured at the shop are from female artists from across the country. All proceeds are returned to the artist who were part of the pop-up experience.

“You know fairness, whether you are talking about what women are earning or what people of color are earning, we all want equality and fairness for everyone. That’s at the core of this issue,” says Schlenker. “It’s not this scary feminist thing, it’s kind of common sense.”